1. What key characteristics of Ginch Gonch's advertising makes them unique? Why do you think consumers buy Ginch Gonch products?
GG ad campaigns could be categorized as bold and risky. It does not censor its sexual inclination and embraces the homosexual consumer through their ads. However, the company offers an underwear out of the traditional black, gray, and white that tries to convey a youthfulness through their garments.
2. Do you think it is ethical to use sex to sell products? Can you think of other retailers who do thins? How does it make their products more desirable?
It is fair game to use sex as a branding tool and not unethical. Some of the most recognized names in fashion have used it and they could perhaps also thank their ads for the majority of their success. Brands such as Dolce & Gabanna, Calvin Klein, and Abercrombie and Fitch have utilized this controversial model. I believe human psychology could aid in the understanding of why this technique make this products so desirable. My opinion, people enjoy being part of something daring.
3. Why do you think Jason Sutherland decides to market to the gay community? Do you think there are a lot of gay consumers? why?
He targets the gay community because it appeals to the gay community. The underwear market sector has proven to hold a large discretionary spending in the recent years. It is also true that the gay community does hold most of this spending since they normally do not incur family expenses
4. If you were in charge of Ginch Gonch's next fashion assortment what would you call it? why?
I would brand a unisex Ginch Gonch fragrance and body lotion called Tootie-Fruity. It compliments the fun and fresh vibe of GG's company philosophy through its name and its function
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